Today we had a lecture from Wendy focused on mapping a journey focused on our target audience. We were told to think about our audience and create a map that shows different situations related to our outcomes as well. Wendy wanted us to identify our audience and in this case for this project it is parents and children. She showed us few examples and the one below has helped me understand the process. The map below focuses on a person having a stroke then it goes through different situations they can go through and how the produced outcomes can effect in positive or negative way. The map is easy to follow with the lines and short explanations above. The map shows the effect before receiving the outcomes and then whilst receiving outcomes. The situations are matched with the feelings either positive or negative as well. I think this would be helpful to think about how would the parent feel, what kind of issues or problems they could face about the campaign as then I can find a solutions.
The next stage was to create my own user map, I was noting down potential users and I thought about 2 different groups of parents and then I focused on children that goes to school. The user journey below is the first edition. The first journey is easy to follow the stops at each point. The first group of parent is they lack confidence, they don’t have much time for quality time. The website and social media presence is aimed at this target audience. The next stop is they are scrolling on facebook and they see the page for the your home is a playground, sport Cardiff. The click the post and go onto the website as it’s interesting. Then they can read about the games, read through the information. I also showed the negative with the dip as they could worry about the games as they lack motivation. They could brush it off thinking they can do it later. However, I could solve this problem with including and showing that they don’t need to buy extra equipment and then highlight the importance of quality time in family. I thought this could get them motivated but also they could have another dip where they are negative about the other things they need to do at home or they think they are so busy. However, the next stop could be on the website they see the page with photos and videos of families playing the games or planners people have completed. By seeing this, this could be a motivating and exciting thing. The last stop is them going home and sharing it with the family.
The second group of parents is individuals who have lack of income for gym membership or outdoor activities. They could also have no online access as that was an audience our clients wanted us to also focus. The first stop is when they take their kids to school they could see the posters and leaflet on the wall. They could pick one up and go through it. The first dip is when they could forget about the activities, lack of time or engagement. However, I think children could be a good way to get the parents motivated, if the children come from school they could tell their family about the packages they sign up to which has game cards and goodies. These things could get the parents excited as they can see their children are excited about it too. The next stage could be signing up for the packages, and they receive the goods. The finally they could start playing these games filling the weekly charts. The last journey is focused on the young audience that goes to school, as I think if schools can give information about this campaign then it could get more audience as they could take the letters home. The last journey again focuses on young audience letting their parents know about the project and motivating the family. The design system I think it works and it’s easy to follow, I’ve used the colours in the branding which fits the project. However, one of the feedbacks from Alex was that the text as too long and small so it was hard to read. I think I should shorten the text. Also, maybe I could add more shapes from the branding elements.
This is the improved version of the user journey. I shortened the text to key words and added other smaller shapes in different colours to represent negative and positive. I think this is much better design that it’s easy for readers to understand. I labelled how each outcome is focused on different target audiences. I think the design of the journey map could have been more experimental such as the length of the lines but I think it is easy to read this way and easy to follow through each shape, I have showed each negative thought with dips. I’m happy with the overall map and it made me realise few points I need to consider such as I think i need to highlight no cost more clearly as it is a way parents will be more motivated to be part of the activities. In addition, I need to do some research on importance of quality time, some facts and statistics which is always helpful to attract an audience and get them to engage. it will also tie in the whole project together I believe as I am emphasising the important of family time which has mental physical and social benefits.
Busra Yildiz 